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  How to Make Online Reviews Work for You  Premium

Shanmugam, Ravi; Capizzani, Mario; McQuarrie, Edward F.; McIntyre, Shelby H.
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This article delves into the reviewsphere, and in particular the review site, Yelp. Based on the authors' studies of this and other such platforms, they build up a picture of who online reviewers are and what motivates them to write. They observe certain status-seeking behavior on the part of some online reviewers -- people who desire an audience, a readership, a public. This represents an emergent property of consumer behavior in an online world, and one that is bound to become more pervasive. As such, businesses need to find ways to engage with this new breed of not-so-ordinary consumer. Armed with this understanding of how the reviewsphere works, businesses will be in a much better position not only to engage with these sites, but to reap the benefits of what is undoubtedly a growing global phenomenon that is here to stay.

Tools and Frameworks:
> "The Megaphone Effect" explains how the Internet is changing the rules with regard to models and patterns of communication with consumers.
> "Who Is Saying What About You Online?" deconstructs an online review to give readers pointers on how to convert the reviewsphere into a goldmine of consumer information and action.

Examples Cited:
Yelp, Trip Advisor, YouTube, Facebook, blogs, The Blade Bone Inn, San Francisco restaurants, Amazon Vine, Financial Times, Expedia, Starwood

Research Basis:

Based on the authors' studies of Yelp and other such online review sites, along with interviews and surveys, to reveal an emergent consumer profile.

About the Authors:

Ravi Shanmugam is an assistant professor of Marketing at Santa Clara
University's Leavey School of Business.

Mario Capizzani is an assistant professor of Marketing at IESE Business School.

Edward F. McQuarrie is a professor of Marketing at Santa Clara University's Leavey School of Business.

Shelby H. McIntyre is a professor of Marketing and co-chair of the Marketing Department at Santa Clara University's Leavey School of Business.
This article is based on:  How to Make Online Reviews Work for You
Publisher:  IESE
Year:  2014
Language:  English